Promoting the organ donor card: a causal model of persuasion effects

Abstract

Due to the present critical shortage of donor organs available for transplantation, effective communication strategies are necessary to heighten public commitment to donation. The promotion of organ donor card-signing may be a successful vehicle in the achievement of this goal. Based on the Elaboration Likelihood Model of persuasion effects, evidence of the motivation for organ donor card-signing, and examination of previous donation message tests, this study proposes and tests a causal model of response to organ donor card appeals. The inter-relationship of values, empathy arousal, and issue involvement was found to be a significant driving force in the persuasive process for the behavioral intention to sign an organ donor card. Implications of these findings for future research are addressed.